Customer data is collected through many different channels (think email messages, organic content, paid media, app usage, etc). This data, coming from different places, must be ingested and unified in one place, so that the customer data profile can be updated, enriched and made ready-for-use.
Help collect and use clean data. Because marketers are in the frontlines, they are closer to activities that collect customer data, such as data collection forms or behaviors related to campaigns/channels. Marketers can be very helpful by ensuring these forms are properly set up from the get-go (the data is clearly labeled so your customer database can easily understand and ingest it). Conversely, campaign naming is critical, as they can be very helpful when sorting rep.
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